PLANT-BASED Foods & Lifestyle Manager THRYVE

International Foodstuffs Co. LLC; Dubai; On-site; AED 120,000 - 180,000; Full time

Job summary

An established industry player is seeking a strategic and entrepreneurial leader to elevate a plant-based lifestyle brand. This role emphasizes innovation across dairy alternatives, snacks, and health-conscious solutions. The ideal candidate will spearhead brand equity, drive market strategies, and ensure successful product launches in various channels. With a focus on sustainability and nutrition, this position offers a dynamic environment for those passionate about health and wellness. If you're ready to make a significant impact in a fast-growing sector, this opportunity is perfect for you!

Qualifications

• 7-10 years of experience in marketing and brand management in FMCG.
• Proven track record in launching brands and leading innovation.

Responsibilities

• Develop and execute a comprehensive plant-based food strategy.
• Lead brand strategy and marketing plans across multiple channels.
• Manage annual marketing budget and assess marketing ROI.

Skills

Strategic Vision

Brand Building

Omnichannel Marketing

Commercial Acumen

Consumer Research

Cross-functional Team Management

Education

Bachelor's in Marketing

Master's in Marketing

Job description

We are looking for a strategic and entrepreneurial leader to drive the growth and positioning of THRYVE as a leading plant-based lifestyle brand. This role goes beyond traditional meat alternatives, focusing on a holistic approach to plant-based innovation—spanning dairy alternatives, taste enhancers, snacks, drinks and health-conscious food solutions. The ideal candidate will be responsible for building brand equity, driving innovation, and ensuring successful commercialization across multiple channels (B2B, B2C, DTC).

Key Responsibilities:

1. Establishing THRYVE as a Leader in Plant-Based Foods

1. Develop and execute a comprehensive plant-based food strategy that extends beyond meat substitutes to dairy alternatives, taste enhancers, and holistic plant-based nutrition solutions.
2. Lead the finalization and launch of the Plant-Based Dairy and Taste Enhancers portfolio.
3. Implement a Health & Nutrition strategy, ensuring strong claims, benefits, and consumer relevance.
4. Develop and execute a Sustainability Communication Plan, including presence at key PR platforms and industry events.
5. Guide the innovation pipeline, working closely with the Global Innovation Manager and the R&D, Consumer Insight teams to define winning product assortments and consumer-relevant innovations.
6. Ensure regulatory compliance by actively influencing regional regulatory frameworks for plant-based categories.

2. Building a Winning Brand

1. Activate the 360° THRYVE brand strategy, including:
2. Defining the Value Proposition.
3. Refreshing the Visual Identity System.
4. Creating and executing a Creative Big Idea and Launch Campaign.
5. Establishing an Influencer Strategy & Event Activation Plan.
6. Developing a strong Shopper Marketing Plan.
7. Work closely with IFFCO Professional team for Out Of Home implementation and brand recruitment.
8. Champion a story-doing approach to brand building—focusing on authenticity, consumer engagement, and purpose-driven marketing.
9. Develop a cross-category plant-based portfolio strategy, ensuring an optimal 4Ps mix across product, pricing, placement, and promotion.
10. Create an impactful content strategy for social media and digital engagement.

3. Driving a Strong Go-to-Market & Operational Plan

1. Partner with the Commercial Manager and Sales Teams to establish THRYVE as a category leader in Modern Trade, Out-of-Home (OOH), and E-Commerce.
2. Co-develop an omnichannel launch plan, ensuring seamless execution across retail, foodservice, and online channels.
3. Develop and manage the annual marketing plan and budget, ensuring effective allocation between brand building, performance marketing, and channel activation.
4. Assess and optimize marketing ROI, ensuring strategic and financial efficiency.

Who You Are:

1. Strategic visionary with a passion for plant-based and health-conscious lifestyles.
2. Entrepreneurial mindset, comfortable working in a fast-growing category and startup-like environment.
3. Proven brand builder, with experience in creating and executing omnichannel marketing strategies.
4. Strong commercial acumen, able to bridge innovation, marketing, and sales strategies for category growth.
5. Experience in consumer research, insights, and trend analysis to drive data-led decision-making.
6. Ability to manage cross-functional teams and work with internal and external stakeholders.

Qualification:

Graduates / master's in marketing.

Desired Candidate Profile

1. 7-10 years of experience in marketing, brand management, or category management within FMCG, plant-based foods, or health and wellness industries.
2. Experience in launching new brands, developing category strategies, and leading innovation pipelines.
3. Strong understanding of sustainability, nutrition, and emerging food trends.
4. Expertise in modern trade, foodservice, and e-commerce commercial channels.
5. Ability to thrive in a fast-paced, high-growth environment.